Manage Service Promises

In manufacturing physical goods, the department that makes promises and those that
deliver them can operate independently.

●Create a Strong Service Brand

●Coordinate External Communication

Create a Strong Service Brand

-According to Leonard Berry an expert in service branding strong brands enable
customers to better visualize and understand intangible products.
Coordinate External Communication
-For any organization, one of the most important yet challenging aspects of managing
brand image involves coordinating all the external communication vehicles that send
information to customers.
■Advertising- any paid form of nonpersonal presentation and promotion of a company’s
offerings by an identified sponsor.
■Sales Promotion- includes short-term incentives such as coupons, premiums,
discounts, and other activities that stimulate customer purchases and stretch media
spending.
■Public relations- includes activities that build a favorable company image with firm’s
publicity, relations with the news media, and community events.
■Direct Marketing- includes the use mail, telephone, fax, e-mail, and other tools to
communicate directly with specific consumers to obtain direct response.
■Personal selling – face-to-face presentation by a representative from the firm to make
sales and build customer relationship.

Manage Customer Expectations

-Accurately promising when and how service will be delivered is one of the most
important ways to close the communication gap.

●Make Realistic Promises

- The most important point is to promise what is possible.

●Offer Service Guarantees

- Formal promises made to customers about aspects of the service they will receive.

●Offer Choices
- Give customers options for aspects of service that are meaningful, such as time and
cost.

●Create Tiered Value Service Offerings

- Product companies are accustomed to offering different versions of their products
prices commensurate with the value customers perceived.
●Communicate the Criteria and Levels of Service Effectiveness
- Companies can establish criteria by which customers assess service.